Claire Wilson
Claire Wilson 15 January 2018

How to find a unique tone of voice in recruitment marketing in 2018

You may have noticed an interesting wave of change in the way companies are interacting with their clients and consumers. What was once a world of vapid corporate-speak and gobbledygook jargon has transformed. Now we’re seeing chatty banks, funny and eccentric consumer brands and recruiters whose only goal is to, simply, help job-hunters.

Verbal identity is just as important as visual identity for recruiters

This change has come with the realisation that a verbal identity is just as important as a visual identity for any brand. It’s called a ‘tone of voice’. It’s a crucial part of who you are and how you connect with people. A way to speak your values to specific audiences across all of your communications. For recruitment companies in particular, a tone of voice is critical. Increased demand for talent has expanded candidate’s options when evaluating potential employers and recruiters, so to make yourself heard, it’s important to speak in your candidate’s language.

How to find your tone of voice

Your tone of voice should leap off the page as much as any visual identity. It’s the most expressive and emotional element of your brand. Done right, it’s an opportunity to connect with people in a way that no logo, colour or typeface can. Creating a tone of voice starts with understanding who you are and what you want to say.

The hard part done, it’s important to then establish guidelines that show specific examples of copy that embody your traits and those that do not. Applying this consistently across your communications can help you to attract the right candidates, acting as the perfect culture test for you and them. If reflected accurately, it allows your candidates to evaluate whether they’re a good fit for you, and for you to judge their fit by the tone of their response.

A holistic approach

While there is no argument that companies respect the value of a unique tone of voice, a lot of them fall into the trap of investing in its creation only to tuck it in a drawer never to be seen again. The more savvy marketers will apply it to their immediate ‘designed’ layer of communications. But, look a little deeper to candidate and client letters, template job adverts or within your own HR function, and you will find a fusion of old and new tone.

Just like your visual identity, a holistic approach should be applied to your tone of voice. The more consistent you are applying this across all of your content, the easier it is for people to recognise you. So, whether you’re writing a tweet, a blog, a job advert, your corporate website or even an email, it should echo your tone of voice.

Spread the word

Once applied, your brand and comms teams should live and breathe your tone of voice. But do you work with a content agency or a freelance copywriter? Is it recruitment staff writing your job adverts or your marketing team? There’s no template for everything you write, and how a verbal identity is interpreted will be different every time. Without proper training to implement your tone of voice, your investment will wind up worthless.

As you embark on recruiting for your own business this year, or develop a marketing strategy within a recruitment agency, stand out to prospective candidates by following the above steps to find an on-brand tone of voice unique to you.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
10 Digital Marketing Trends for 2019 you Should Know

10 Digital Marketing Trends for 2019 you Should Know

As digital trends evolve every year, marketers should always be aware of the changes in order to easily adapt with emerging technologies and stay ahead in the market. This will help them gain a competitive edge and...

Georges Fallah
Georges Fallah 27 December 2018
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more